论中国移动市场竞争策略（on the competition strategy of china mobile market）

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论中国移动市场竞争策略（OnthecompetitionstrategyofChinaMobileMarket）OnthecompetitionstrategyofChinaMobileMarketAbstract:withtheincreasinglyfiercemarketcompetition,ChinaMobile'scompetitorswithlittle,butarecomparedHavestrength,suchas:ChinaUnicom,ChinaTelecom,ChinaTietong,Chinanetcom.InafreemarketInthefieldenvironment,theopponentisapowerfuldrivingforceforcompetitors,butitisalsothepressureofsurvival.ProfessionThestrongcompetitioninthemarket,ChinaMobileisatargetforall.Keywords:networkadvantage;marketbrand;saleschannelInrecentyears,ChinaTelecomhasbeensplitandrestructured,andnowithasbecomethemostpowerfulandreliablecommunicationOperatorswiththehighestmarketshareofrevenue.WiththerapidgrowthandshiftofglobalmobilecommunicationsdemandMobilecommunicationtechnologychangerapidly,ChinaMobilealsoaccelerateditspaceofdevelopment,theintroductionofthenew Tocreatenewbrands,andalsosparenoefforttoattractandretainusers,accumulatecustomercapital,andbuildthecoreMarketingcapabilities,therefore,formobilecommunicationsmarketmarketingactivitiesarebecomingincreasinglyimportant.ThedevelopmentofChina'smobilecommunicationsindustryisfacinganewdevelopmentenvironment:(1)sustainedandrapiddevelopmentofthenationaleconomy;(2)stresssustainabledevelopmentandinnovation;(3)theurbanizationprocessputsforwardnewdemandformobilecommunicationindustry;(4)cooperationandintegrationhavebecometheconsensusofindustrialdevelopment;(5)upgradingofnetworktechnologyformobilecommunicationsindustry;Developmentbringsnewbusinessopportunities;(6)openingupthemarket,themobilecommunicationsindustryisfacingnewchallengesandtheOlympicparade;(7)toavoid"goingout",therearealsobarriers.1mobilecommunicationsmarketstatus1.1mobilecommunicationsindustryoverviewandtrends(1)thedatashowsthesharpangle". Forthemoment,mobiledatainfrastructureisunderconstruction,andmobiledataserviceswilloperatecommerciallyModelhasnotyetbeenintroduced,limitingthespeedbottleneckofmobiledataapplicationshasnotbeenbroken,wirelessInternetapplicationsarestillinadequateRich,allthismeansthatthemobiledatamarketisnotyetmature.(2)prepaidservicedevelopment.Withtheformationofthecompetitivepatternofmobilemarketinourcountry,thecompetitionofmobileoperatorsinChinaisbecomingmoreandmorefierceStrong.Inthefiercecompetition,thenewtechnologyhasbecomethedrivingforceformobilecommunicationsdevelopment,inthisdrivingforceNextyear,themobilecommunicationsmarketpresentsathrivingbusinesslandscape.EspeciallybasedonintelligentnetworktechnologyTherapiddevelopmentofprepaidserviceshasbecomeanewhighlight.(3)"dynamiczone"leadstheyouthfashion.""(M-ZONE)isChinaMobilecommunicationsforyoungpeople livingcharacteristicsandconsumptionUsedtolaunchthenewbrand,isthefirstspeciallydesignedforyoungpeoplemobilecommunicationscustomerbrand.TheM-Zone(M-ZONE),youngpeoplecanfindcooldazzlepicturesandringtones,youcanfindEnoughnew,surprisingandvastamountsofinformation,youcanfreelychooseamorefreecombinationofcharges.1.2internationalmarketoverviewInrecentyears,theglobalmobiletelephonemarkethasachievedrapiddevelopment.1.3domesticmarketoverviewChina'smobilecommunicationsmarkethasdevelopedbyleapsandbounds.2ChinaMobilecommunicationscurrentmarketingstrategyanalysisTomaintainalong-termcompetitiveadvantage,ChinaMobilemustfullyunderstanditscorestrengths,QianZaiyouPotential,objectiveadvantage,andasthefocusofthecompany'sdevelopment,focusonensuringthatitbecomethecompany'slong-termcompetition Contendforsuperiority.ChinaMobile'scorecompetenciesshouldbeitsbusinessreadingability.ChinaMobileshouldbefullymobilizedVariousstrengthsareneededtostrengthenthiscapability.2.1,strengthenthenetworkadvantageTheInternetisanimportantresourcefortheenterprise.EnterprisesmustgraduallystrengthentheirabilitytotransformresourcesintocapabilitiesManagementofmarketingchannelsandnetworks.Select,motivate,control,evaluateanddynamicthroughmarketingchannelsandnetworksOptimizationandmaintenancetoensuretheeffectiveoperationandcontinuousextensionofthemarketingnetwork.Formobilecommunicationsenterprises,Averyimportantindicatorofenterprisecompetitivenessisnetworkqualityindex.Undeniably,thenetworkisexcellentPotentialisanaturaladvantageforChinaMobiletocompetewithothercarriersinthemarket.ChinaMobile'sWebAftermorethan10yearsofconstructionoptimizationandrunningin,ithasgraduallymatured,stable,intelligentgoodstate,AndChinaMobilecontinuestoimproveitscoverageandquality ofitsnetworksignals.Mobileexpert"Atthemomentofformalbranding,ChinaMobileisbeginningtotaketheroadofbuildingqualitynetworks.TwopointtwoBuildmarketbrandInordertomakeChinaMobile'scorporatebrandandcustomerbrandenriched,ChinaMobilehascreatedsomeBusinessbrandtoservecustomers,thisislikeahouse,theappearanceofluxury,ifemptyinside,Itisspecious.Brandpositioningcanbedividedintobusinessbrandandcustomerbrand.BusinessbrandingThebusinesscategoryisthecustomerbrandandthecustomerbrandisthestartingpoint.ChinaMobileinheritedThevastmajorityoftheoriginalChinaTelecomcustomerresourcesandmobilecommunicationsequipment,relyingontheoriginalbrandadvantage,constantlyAccordingtocustomerneedsinnovation,launcheda"global","easyown"and"monternet","Dynamiczone"andotherbusinessbrands,thesenewandoldservicebrandsrelyoneachothertopromoteeachother,makingmobilecommunicationsThestatusandbrandoftheleadingtelecomoperatorshavebeen reborn,creatingthecoreofChinaMobilebasedcustomercapitalSellingability.2.3increasecustomerserviceFromthebeginningofcommunication,fromthebeginningoftheheart,anytimeandanywherecommunication,"turntothe"phonecalls,errors,double,return,moveCustomercrossservice,1860artificialservices,butalsoshowsthatthefocusoftheirdemandshavebeeninformedandremindedAptitudedifferencetransformation.Customersatisfactionistheultimategoalofcustomerservice,butthemeasureofcustomerservicereferstotheprosandconsThelabeldoesnotdependverymuchonthecustomerserviceitself,butonthedegreeofmarketacceptanceoftheproductbeingintroducedPerfectdegreeoffollow-up.Brandisthefoundation,advertisinghighlightsthebrand,customerservicereflectsbrand,consistentwiththewidePublicity.ChinaMobile'scustomerservicestrategyisfirsttoestablishbrandrecognition,andthenbegintovigorouslypromotecustomers Service.From"globalconnection,Shenzhouline,dynamiczone"to"bigaccountmanager",24hourserviceandwrongcall"Poordoublereturns,globalVIPclub,integralplan"reflectsthistrainofthought.2.4,focusonsaleschannelsAtpresent,ChinaMobile'slegitimatemeansofmarketingismainlyadvertising,andputinalotofmoneyInavarietyofnewspapers,televisionandInternetmediaonalarge-scaleadvertisingcampaign,andachievedgoodresults.Thecompany'sadvertisingismainlycorporateimageadvertising,focusedonoutstandingservicequality,socialwelfareandmanyotheraspectsThegoodimage,inordertowinthebroadmassesofusersandthepublic'sawarenessandsupport.Butthisisoftennotenough,Weshouldstartwiththeaspectsofbrand,planning,management,standardization,process,standardsandevaluation.ChinaMobilecanalAtpresent,theconstructionoftheroadismainlybasedonthreemodes:(1)ownchannels;(2)socialcooperationchannels;(3)socialcommonchannels. 2.5lowprice,highqualityEnterprisesintheformulationofprices,wemustfirstknowthatitisfromaspecificproducttoachievewhatobjectivesTheclearerthetarget,theeasieritistomaketheprice.ThebasicobjectiveofanenterpriseistosurviveandmaximizeprofitsinthecurrentperiodMaximizecurrentrevenue,maximizesalesgrowth,maximizemarketshare,andmaximizemarketprofitsAndcreatehighqualityreputation.Becauseofthelackofmarketmaturity,theenterprisegoalisnotclear,thepricesystemAsalowerlevelpricegame,thegameisalwaysthemainmeansforthemerchantstoparticipateinthemarketcompetition."Thepricestrategyofmajorenterprisesisfocusedonvariousdisguisedformsofpricereduction,"andthebiggestfeatureofthispricewarIsthemarketcompetitionparticipantsbayonetseeblood,theresultcanonlybekillonethousand,sincethelossofeighthundred",Greatharmtothestate,enterprisesandindustries.3conclusion ChinaMobileinordertoachievethebestresultsinthemarket,wemustconsolidatetheadvantagesofthenetwork,onlytostrengthenBuildhigh-qualitynetworks,providequalityservices,strengthenmarketsegmentation,andtrulyintegrateintothemarket,willachievemoreBigachievement.Buildmarketbrand,brandmanagementisthroughenterpriseexcellentbrandcommitment,sothatconsumersgetHaveagoodbrandexperience,sothatenterprisesandtheirproductsintothemindsofconsumersfamousbrand.